DMEXCO

L’Oréal, Mercedes-Benz, Tencent team with GroupM to deal with brand safety in China

Tyrone Stewart

GroupM/WPP China CEO Patrick Xu

GroupM China & WPP China CEO Patrick Xu



GroupM China has joined forces with leading advertisers, publishers, qualified independent tech measurement companies and the China Media Assessment Council to launch a Brand Safety Initiative. The Initiative aims to transform Chinese digital marketing for the better.





The brings together the likes of L’Oréal, Nestlé, Mars, Mercedes-Benz, Jaguar Land Rover, Huawei, Colgate, Tencent, Youku, RTBAsia, AdMaster, and more – with the desire to target issues of viewability, fraud, and online contextual brand safety.





GroupM says that invalid traffic is the issue that requires the most immediate attention due to its direct impact on industry credibility and advertisers’ investment confidence. It believes that the industry is in need of an agreed upon measurement accreditation and standards.





“Comparing to other difficulties like viewability or online contextual brand safety, invalid traffic is a matter of credibility and the core of the issue,” said `Patrick Xu, CEO of GroupM China and WPP China. “GroupM is committed to ensuring our clients have access to the best inventory. I believe Brand Safety Initiative will lead to a safer and more reliable digital advertising environment, to the ultimate benefit of advertiser and the stable development of the industry.”